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Healthy lifestyle and food waste behavior

Elisabetta Savelli (Department of Economics, Society and Politics, University of Urbino Carlo Bo, Urbino, Italy)
Barbara Francioni (Department of Communication Sciences, Humanities and International Studies. Cultures, Languages, Literatures, Arts, Media, University of Urbino Carlo Bo, Urbino, Italy)
Ilaria Curina (Department of Communication Sciences, Humanities and International Studies. Cultures, Languages, Literatures, Arts, Media, University of Urbino Carlo Bo, Urbino, Italy)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 25 October 2019

Issue publication date: 11 March 2020

1587

Abstract

Purpose

This paper aims to address the food waste phenomenon by investigating the relationship between healthy lifestyle and food waste intensity and by considering the mediating role of food waste preventing behavior on such a relationship.

Design/methodology/approach

Based on an online survey of 1,941 UK millennial consumers, the research hypotheses were tested using the PLS-PM approach to structural equation model.

Findings

The results reveal that both the consumption of healthy food and the habit of eating at home enhance food waste reduction. Moreover, the findings corroborate the mediating effect of the food waste preventing behavior on the relationship between a healthy lifestyle and food waste intensity, thus underlying its role as an effective mechanism able to improve the influence of healthy lifestyle dimensions on food waste intensity.

Practical implications

The paper offers three levels of practical implications directed to public institutions, private manufacturers and retailers.

Social implications

The study underlines the key relevance of ad hoc educational programs aimed at improving the overall awareness of young consumers about food waste damages, by specifically identifying the main features on which these programs should focus.

Originality/value

This paper adds knowledge by helping to explain how and why a healthier lifestyle could translate into food waste reduction. Moreover, the study offers a comprehensive understanding of preventing behavior by proposing a rich overview of strategies to adopt to avoid food waste.

Keywords

Citation

Savelli, E., Francioni, B. and Curina, I. (2020), "Healthy lifestyle and food waste behavior", Journal of Consumer Marketing, Vol. 37 No. 2, pp. 148-159. https://doi.org/10.1108/JCM-10-2018-2890

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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